1. Layout. Online business card layout, such as official website, official WeChat account, encyclopedia entries, etc., which directly display the entrance layout of the brand. Firstly, it provides an entrance for users to understand the brand, and secondly, it provides a main reference standard for brand standardization.

In the past, the corporate official website was the standard for a brand to access the Internet. Now with the rapid development of social media, dual micro-blog has become the standard, and even the importance of the entrance on the social platform far exceeds the official website. . Because social platform accounts are not only responsible for the display function, but also have more additional functions, such as communication, customer management, etc.

Of course there are exceptions, such as Apple. Where the people are, the brand must be there. When Weibo first came out, there was a popular saying, whether you play Weibo or not, your voice is already heard here. A few days ago, I saw a Weibo post saying that a member of Lenovo’s management team had opened Weibo. Someone commented: It’s improved. But Liu Qiangdong of JD.com is tired of playing. Now it’s not about whether to use social media, but how to use it. Therefore, everyone must pay attention to the layout and the positioning of your social media account.

2. Foreshadowing. Authoritative reports, such as industry status, public relations activities, etc., and positive public appearances. This link mainly focuses on the investment in news media. It is called packaging in a fancy word. In layman's terms, it can be understood as gilding.

3. Word of mouth. Word-of-mouth promotion strategy from users. The good voice of a brand comes from users, not from the brand itself. Before the real outbreak, we must prepare the ground for word-of-mouth. Impression is very important. In the early stages of a brand, pay special attention to public opinion.

4. Outbreak. Plan some topics, and then use social platforms and other channels to carry out topic marketing to detonate the brand. This stage is very important, and creativity, strategy, media resources, and technology are all indispensable.

The development trajectory of social media marketing: Before 2012, social media marketing was mainly pure content release. In 2013, social media marketing entered the era of linkage marketing between KOL and creative content. In 2014, social media marketing entered the era of topic marketing. In 2010, social media was basically dominated by Sina Weibo. At that time, Weibo content was mostly jokes and chicken soup, and many were forwarded by large accounts, and most of them were forwarded hard, such as various prize-winning activities. Therefore, I don’t think social media marketing during that period was topical marketing. The topic really started in 2014.

I personally think that 2014 is the first year of topic marketing. Each brand uses Internet hot spots or creates topics to spread its brand. This can also be seen from the product updates on Sina Weibo, or you can know it by looking at the official quotations of hot topics on Sina Weibo.

1. Social marketing saves money or even costs nothing. NO, if you want to become famous without spending money, you can only rely on luck, and most of the luck comes through early investment. Xiaomi spent no money on social marketing? Hundreds of customer service staff are responsible for Weibo and WeChat. Isn’t this money? What's more, do you have any information about Lei Jun's workplace background? But compared with other channels, especially hard advertising, social marketing is cost-effective. At present, various enterprises are investing increasingly larger budgets in social media marketing.

2. Good products do not need to be promoted. Good products speak for themselves, YES! But in an information age, the sound you make by the product itself can easily be overwhelmed by the massive amount of information, not to mention whether the product is really good or not, it’s not necessarily clear. What you think is good is not really good, what users think is good is really good. It is no exaggeration to say that now is an era where people are afraid of the dark alleys even if they are drunk. No matter how good the product is, we still need to give it a boost so that we can maximize the brand’s reputation. Personally, I think that entrepreneurs with a technical background focus on product research and development and tend to neglect promotion. But remember, we are a beauty society, and packaging promotion is essential.

3. Look at other people’s maps to make your own path faster and better. In fact, you can't follow other people's maps and you can't follow your own path. Taking other people's paths makes you have nowhere to go. Every product and every brand has its own characteristics and background, so don’t follow the trend and imitate other people’s methods. If you can’t fly, it will make people laugh.

4. Choose a large and expensive service provider to ensure the communication effect. What is good in the actual situation may not necessarily be appropriate, but what is appropriate is good. This is true whether you are building a team or choosing a service provider.

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